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研究生:陳玉明
研究生(外文):Chan, Yuk-Ming
論文名稱:Cat.sus:一個台灣永續時尚內衣品牌的誕生
論文名稱(外文):Cat.sus: My sustainable lingerie brand in Taiwan
指導教授:吳文傑吳文傑引用關係
指導教授(外文):Wu, Jack
口試委員:彭喜樞鄭輝培
口試委員(外文):Peng, Shi-ShuCheng, Terry
口試日期:2021-01-19
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際經營管理英語碩士學位學程(IMBA)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2021
畢業學年度:109
語文別:英文
論文頁數:67
中文關鍵詞:時尚產業環境與社會影響永續內衣道德品牌香港設計師
外文關鍵詞:fashion industryenvironmental and social impactsustainable lingerieethical brandHong Kong designer
相關次數:
  • 被引用被引用:0
  • 點閱點閱:141
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Abstract
Cat.sus: My sustainable lingerie brand in Taiwan
By
Cathy, Chan Yuk Ming

The environmental and social issues caused by the fashion industry have developed wide attention. The situation becomes worse with the aid of fast fashion. In recent years, well-known fashion brands join the call for “sustainable and ethical brand”. In the report of “The State of Fashion 2021” from McKinsey & Company, it emphasizes the importance of sustainability through the value chain. Consumers value fashion brands that respect their workers and the environment.
In Taiwan, local sustainable fashion brands are rising, but there are lacking sustainable lingerie brands. To fill in this emerging need from Taiwanese customers, Cathy’s Sustainable Undergarment Solutions (Cat.sus), the first sustainable and ethical lingerie brand that offer ranges of underwear made of deadstock materials, is ready to enter the Taiwan market. Extra miles are designed by the brand to further reduce textile wastage, carbon emission, and carbon footprints. Cat.sus also accentuates social responsibility. Local job opportunities are prioritized to necessary people, more-than-fair employee welfare is offered and the cooperation with a local non-profit organization to manage old underwear donation, all help the brand realize the ethical impact.
TABLE OF CONTENTS
1. Business Motivation 1
1.1. Company Overview 2
1.2. Our Mission 3
1.3. Our Vision 3
1.4. Our Values 3
1.5. Name and Company Logo 3
2. Market Research and Analysis 5
2.1. The Real Cost of Fashion Industry 5
2.2. The Market of Sustainable and Ethical Fashion and its Opportunities 6
2.3. The Consumer Behavior towards Sustainable Fashion 10
2.4. The Lingerie Market 10
2.5. Sustainable Lingerie 12
2.6. Social Media Channels in Taiwan 14
3. Products and Services 17
3.1. Eco-friendly Lingerie 18
3.2. Clinic Service 19
3.3. The Environmental Impact 20
3.4. The Social Impact 20
4. Business Model Analysis 22
4.1. Customer Segments 22
4.2. Value Proposition 22
4.3. Channels 23
4.4. Customer Relationships 24
4.5. Revenue Streams 24
4.6. Key Resources 24
4.7. Key Activities 25
4.8. Key Partners 26
4.9. Cost Structure 26
5. Marketing Plan and Sales Strategy 28
5.1. Competitors Analysis 28
5.2. SWOT Analysis 29
5.3. PESTEL Analysis 30
5.4. Porter’s Five Forces Analysis 35
5.5. Competitive Advantages 37
5.6. Customer Analysis 38
5.6.1. Customer Empathy Map 38
5.6.2. Customer Journey Map 39
5.7. Positioning 40
5.8. Marketing Mix 42
5.8.1. Product 42
5.8.2. Price 43
5.8.3. Place 44
5.8.4. Promotion 44
6. Operation, Management and Organizational Structure 47
7. Financial Plan 49
7.1. Startup Expenses 49
7.2. Wages and Salaries 50
7.3. Sales Forecast 51
7.4. Pro Forma Income Statement 53
8. Reference 54
9. Appendix 61
8. Reference
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